PERANCANGAN BISNIS MODEL YANG INOVATIF DALAM PRODUK DAN PERSEPSI UNTUK PRODUK OATMEALS DI JAKARTA

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1 PERANCANGAN BISNIS MODEL YANG INOVATIF DALAM PRODUK DAN PERSEPSI UNTUK PRODUK OATMEALS DI JAKARTA BUSINESS MODEL CREATION REDINA PUSPITASARI ( ) SURYA JATI AGUNG ( ) SINTA FELESIA POLIMAN ( ) BINUS BUSINESS SCHOOL PROGRAM STUDI MAGISTER MANAGEMENT YOUNG PROFESIONAL BINUS UNIVERSITY JAKARTA 2011

2 PERANCANGAN BISNIS MODEL YANG INOVATIF DALAM PRODUK DAN PERSEPSI UNTUK PRODUK OATMEALS DI JAKARTA BUSINESS MODEL CREATION REDINA PUSPITASARI ( ) SURYA JATI AGUNG ( ) SINTA FELESIA POLIMAN ( ) BINUS BUSINESS SCHOOL PROGRAM STUDI MAGISTER MANAGEMENT YOUNG PROFESIONAL BINUS UNIVERSITY JAKARTA 2011 i

3 PERANCANGAN BISNIS MODEL YANG INOVATIF DALAM PRODUK DAN PERSEPSI UNTUK PRODUK OATMEALS DI JAKARTA BUSINESS MODEL CREATION REDINA PUSPITASARI ( ) SURYA JATI AGUNG ( ) SINTA FELESIA POLIMAN ( ) Thesis Sebagai Salah Satu Syarat Untuk Memperoleh Gelar Magister Manajemen Pada BINUS BUSINESS SCHOOL BINUS UNIVERSITY ii

4 PERANCANGAN BISNIS MODEL YANG INOVATIF DALAM PRODUK DAN PERSEPSI UNTUK PRODUK OATMEALS DI JAKARTA BUSINESS MODEL CREATION REDINA PUSPITASARI ( ) SURYA JATI AGUNG ( ) SINTA FELESIA POLIMAN ( ) Pembimbing : Ir. Yanthi Rumbina Lanova Hutagaol, M.Acc., Ph.D Tanggal : iii

5 FM-BINUS-AA-FPU-2.29/R I PROGRAM PASCASARJANA UNIVERSITAS BINA NUSANTARA JAKARTA Pcrnyataan Dewan Penguji Dengan ini kami, Dewan Pcnguj i Sidang Tesis Strata 2 menyatakan bahwa Business Model Creation REDlNA PUSPITASARI ( ) SURYA JATI AGUNG ( ) SINTA FELESIA POLlMAN ( ) Telah luius mengikuti uji an Sidang Tesis Strata 2 Pada tanggal 01 Februari dengan judul: PERANCANGAN BISNIS MODEL YANG INOVATIF DALAM PRODUK DAN PARADIGMA U NT UK PRODUK OATMEALS OJ JAKARTA Dewan Penguji Nama Tanda Tangan I. EXAMINER I / CHAIR : Tubagus Hanafi Soeriaatmadja, MBA., M.Si. t. 2. EXAMINER 2 / : Muhammad Ariono Margiono, S.IP, MSc (ECON). MM SE RETARY -.EXAMINER 3 / : Raden Arya Dhieva Pratarna, MM. MEMBER ~/ ~ :.P.. I Th. Jos.ph Wlbo"o Cont.r Syahdan Cam pus Anqqrok C mpus KIJanq Campu. 11. H 'nq Loki, I No.6, Senayan JI V..H 5Y.hdan No.9. Palmerall Jl KoMn J 'uk Ray. N 27 K-bon j TUX JI.. omonqq n Ill. III. 4~ Jakarta In onesia ) kdrta Indon.sid Ja~drta 1153 Indonp ra )(, m n Q Sdn I P rmeram ~ I Ttl: "6l-21) 720 2Z xt 8100 Tel: (+62,21,534' Te' \'62'21> Jdk '"1a1 80 In (l1': '...t F. ('62-21) 720' Fax: 2-211S fa.: I '0655 Tot: (' ' 763 Wobsit.:...blnuL._.1 Fax: (+62' a.:;

6 DAFTAR ISI Judul... i Pernyataan Tujuan... ii Pernyataan Persetujuan Pembimbing... iii Kata Pengantar... v Abstrak... vii DAFTAR ISI... viii DAFTAR TABEL... xii DAFTAR GAMBAR... xiiii BAB 1 INTRODUCTION LATAR BELAKANG TUJUAN DAN MANFAAT... 8 BAB 2 BUSINESS MODEL CANVAS VALUE PREPOSITION SEHAT WAKTU PENYAJIAN SINGKAT ENAK TAMPILAN MENARIK KAPAN SAJA PORSI YANG CUKUP BERVARIASI HEALTH EDUCATED CUSTOMER SEGMENT CUSTOMER RELATIONSHIP CHANNEL COST STRUCTURE BIAYA PRODUKSI BIAYA PELATIHAN BIAYA AHLI GIZI vii

7 viii BIAYA MARKETING BIAYA KENDARAAN SERTA PERAWATANNYA REVENUE STREAM PENJUALAN MAKANAN MEMBERSHIP DELIVERY ORDER MERCHANDISING IKLAN KEY ACTIVITY KEY PARTNERSHIP KEY RESOURCES BAB 3 FINAL DESIGN BUSINESS MODEL VALUE PREPOSITION STAY SLIM ENAK TAMPILAN MENARIK BERVARIASI CUSTOMER SEGMENT CUSTOMER RELATIONSHIP CHANNEL COST STRUCTURE BIAYA PRODUKSI BIAYA PELATIHAN BIAYA AHLI GIZI BIAYA MARKETING BIAYA KENDARAAN SERTA PERAWATANNYA REVENUE STREAM PENJUALAN MAKANAN... 82

8 ix MEMBERSHIP DELIVERY ORDER MERCHANDISING IKLAN KEY ACTIVITY KEY PARTNERSHIP KEY RESOURCES BAB 4 BUSINESS PLAN OPERATIONAL PLAN MENU CAPABILITY/CONSISTENCY AVAILABILITY NUTRITIONAL VALUE MENU ITEMS KITCHEN KITCHEN PLANNING EQUIPMENT S SAFETY AND MAINTENANCE CAFE HUMAN RESOURCES ORGANIZATION STRUCTURE EMPLOYEE WORKING SHIFT MARKETING PLAN ANALISA SWOT SALES FORECAST MARKETING OBJECTIVES MARKETING STRATEGY ACTION PLAN TIMELINE MARKETING EXPENSE BUDGET

9 x 4.4 FINANCIAL PLANNING OPTIMIST SCENARIO AVERAGE SCENARIO PESIMIST SCENARIO BAB 5 PROTOTYPE LOGO PLATE AND GLASSES PACKAGING TAKE-AWAY SOUVENIR INTERIOR DESIGN MENU OFFICIAL WEBSITE AND FORUM GET THE OATS CAFE BAB 6 CLOSURE DAFTAR PUSTAKA LAMPIRAN 1 ANALISA HASIL KUESIONER... L1 LAMPIRAN 2 RINCIAN PENGGUNAAN DANA INVESTASI... L13

10 DAFTAR TABEL Tabel 2.1. Tabel Kandungan MSG Pada Bahan Masakan Tabel 2.2. Tabel Kandungan MSG Pada Bumbu Masak Tradisional Tabel 4.1 Working Shift Tabel 4.2 Proyeksi Penjualan Lima Tahun Tabel 4.3. Timeline Promosi Above The Line dan Below The Line Tabel 4.4. Marketing Expense Budget Tabel 4.5. Income Statement Optimist Scenario Tabel 4.6. Balance Sheet Optimist Scenario Tabel 4.7. Arus Kas Optimist Scenario Tabel 4.8. Payback Periode Optimist Scenario Tabel 4.9. NPV Optimist Scenario Tabel IRR Optimist Scenario Tabel ROI Optimist Scenario Tabel Pembagian Deviden Optimist Scenario Tabel Income Statement Average Scenario Tabel Balance Sheet Average Scenario Tabel Arus Kas Average Scenario Tabel Payback Periode Average Scenario Tabel NPV Average Scenario Tabel IRR Average Scenario Tabel ROI Average Scenario Tabel Pembagian Deviden Average Scenario Tabel Income Statement Pesimist Scenario Tabel Balance Sheet Pesimist Scenario Tabel Arus Kas Pesimist Scenario Tabel Payback Periode Pesimist Scenario Tabel NPV Pesimist Scenario xi

11 xii Tabel IRR Pesimist Scenario Tabel ROI Pesimist Scenario Tabel Pembagian Deviden Pesimist Scenario

12 DAFTAR GAMBAR Gambar 2.1 The Six Pillars of a Value Proposition Gambar 2.2 value preposition Gambar 2.3 Customer Segments Gambar 2.4 Customer Relationship Gambar 2.5 Channels Gambar 2.6 Cost Structure Gambar 2.7 Alat tes tekanan darah tinggi Gambar 2.8 Alat tes gula darah Gambar 2.9 Kaos Merchandise Get The Oats Gambar 2.10 Tumbler Merchandise Get The Oats Gambar 2.11 Mug Hitam Merchandise Get The Oats Gambar 2.12 Mug Putih Merchandise Get The Oats Gambar 2.13 Revenue Stream Gambar 2.14 Proses Produksi Make-to-Order Gambar 2.15 Proses Produksi Make-to-Stock Gambar 2.16 Proses Produksi Delivery Order Gambar 2.17 Key Activities Gambar 2.18 Key Partners Gambar 2.19 Key Resources Gambar 3.1 Final Design Business Model Canvas Gambar 4.1 Kitchen Planning Gambar 4.2 Cafe Sketches Gambar 4.2 Organization Structure Gambar 5.1 Logo Get The Oats Cafe Gambar 5.2 Gelas dan Piring Get The Oats Gambar 5.3 Packaging Take-away Get The Oats Gambar 5.4 Kerangka Take-away Get The Oats Cookies (1) xiii

13 xiv Gambar 5.5 Kerangka Take-away Get The Oats Cookies (2) Gambar 5.6 Souvenir mug Get The Oats Gambar 5.7 Souvenir Tumbler Get The Oats Gambar 5.8. Souvenir Kaos Get The Oats Gambar 5.9 Interior Design Get The Oats Café (1) Gambar 5.10 Interior Design Get The Oats Café (2) Gambar 5.11 Buku Menu Get The Oats Gambar 5.12 Contoh Menu Appetizer Get The Oats Gambar 5.13 Contoh Menu Main Course Get The Oats Gambar 5.14 Contoh Menu Salad Get The Oats Gambar 5.15 Contoh Menu Soup Get The Oats Gambar 5.16 Contoh Menu Desserts Get The Oats Gambar 5.18 Tampilan Home Official Website Get The Oats Gambar 5.19 Tampilan Delivery Get The Oats Gambar 5.20 Tampilan Forum Get The Oats